How matching gift language affects donor conversion
Experiment ID: #8338
Hillsdale College
Experiment Summary
Timeframe: 10/02/2017 - 11/23/2017
Hillsdale College had received a matching grant of $400,000 to double gifts from their online courses. They wondered what the impact of adding this language to their online course donation pages would be—their hypothesis is that it would increase giving by giving donors an incentive to be generous.
They created treatments across three course donation pages that included the extra language for the matching grant and launched an experiment to determine the impact.
Research Question
How will added matching grant language affect donor conversion after an online course signup?
Design
C: Control
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T1: Matching Gift Language
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Results
| Treatment Name | Conv. Rate | Relative Difference | Confidence | |
|---|---|---|---|---|
| C: | Control | 7.7% | ||
| T1: | Matching Gift Language | 7.3% | -5.3% | 35.6% |
This experiment has a required sample size of 31,866 in order to be valid. Unfortunately, the required sample size was not met and a level of confidence above 95% was not met so the experiment results are not valid.
Key Learnings
The matching gift language produced a slight, though statistically invalid decrease in conversion. A meta-analysis of Hillsdale’s online course pages showed that it was critical to not “break the spell” of excitement after signing up for a course.
Though matching gift language might work in other areas of fundraising, it might cause the prospect to think too much about the donation, thus breaking the spell and reducing conversion.